The new metrics relate to publication download and active view definitions and have been agreed by advertisers, agencies and media owners to build on metrics announced in 2012.
ABC recognises that effective ad trading relies on a set of common standards and has moved to bring the industry together to agree upon new metrics. These digital publication metrics apply cross sector, ensuring a standardised approach, bringing consistency and greater transparency for the media industry, says the ABC.
ABCs Digital Publications Reporting Standards Group was formed in 2012. The group continues to meet regularly to review metrics available to ensure they reflect market developments. The group consulted with analytics experts to comment and advise on the practical application of measurement and verification of these metrics. Digital Publications can be reported on a standalone certificate, and can also be included on ABC’s Multi-Platform Certificate, which allows a media owner to showcase their brand or products across a sector, market or geographical region.
Adam Crow, Head of Press, MediaCom comments: “ABC have made great strides to make provision for standardised set of cross sector metrics, recognised across the whole industry. This will hopefully ensure a much-needed common approach is embraced now and in the future. As a media buyer I thoroughly welcome this development which promises a new level of transparency to digital publications and the breadth of print brands”.
Nick King, Digital Commercial Director, Future comments, "The development of new metrics that keep pace with the way content is delivered is vital to the industry. Consumers are buying Digital Publications such as T3 at an ever growing rate and ABC has moved quickly to respond to the needs of the advertisers and media owners."
ABC’s Definitions
• Digital Publication - A digital publication which contains date stamped content, divided into pages and is published periodically. It may or may not have a print parent.
• Digital Edition - An electronic edition of a print publication which once published is, as a principle, inert (i.e. does not change).
About ABC
ABC says: “ABC is governed by the media industry, for the media industry and is the expert at setting data and process standards across multiple platforms. ABC provides a stamp of trust for media buyers, media owners, publishers and digital traders working in existing and emerging platforms.
The ABC Board consists of media owners, media agencies, advertisers and trade body members – with 25 per cent of the Board representing the digital sector. The Board make strategic decisions as to how ABC is run and each industry sector is represented by a Reporting Standards Group.
ABC was established in the UK in 1931 and is a founder member of the International Federation of ABCs (IFABC), of which ABC CEO Jerry Wright is President. ABC’s digital arm was established in 1996 and was united with ABC under one brand with a new identity and integrated structure in March 2011. ABC works to deliver common international standards for measuring digital reach, engagement and loyalty, as well as creating common standards for good practice throughout the industry.”
